Flipkart has acquired a majority stake in Pinkvilla India Private Limited, adding one of the country’s leading digital infotainment platforms to its portfolio. The move is aimed at expanding content reach and deepening engagement with Gen Z and millennial audiences through entertainment led discovery. The deal has been finalised and is expected to close soon following standard procedures.
The acquisition aligns with Flipkart’s strategy to integrate content and commerce by using Pinkvilla’s strong brand, content IPs and loyal user base. With celebrity culture and movies influencing buying behaviour in fashion, beauty, lifestyle, accessories and collectibles, Pinkvilla offers access to real time trend signals. This insight can support demand planning, campaign execution and creator collaborations across Flipkart’s marketplace.
Ravi Iyer, Senior Vice President, Corporate, Flipkart, said, “Our acquisition of a majority stake in Pinkvilla is a critical step in our mission to deepen our engagement with Gen Z. Pinkvilla’s robust content IPs and strong connection with its loyal audience base are assets that will accelerate our efforts to leverage content as a key driver of growth.”
Nandini Shenoy, Founder and CEO of Pinkvilla, added, “The investment by Flipkart is a testament to the strong platform and content we have built. We are confident that with Flipkart’s support, we will be able to scale our operations and continue to deliver high-quality content that resonates with our millions of users, further strengthening our position as a leader in infotainment.”
For retail partners and brands, the integration will enable content driven storefronts, shoppable media and co created IPs while also providing Flipkart with enhanced data on audience preferences and trend velocity. Pinkvilla’s presence across fashion, lifestyle, wellness and entertainment will allow Flipkart to pilot multiple content to commerce initiatives within its app.
Once the transaction closes, Flipkart plans to operationalise workflows for content integration. Pinkvilla will retain its editorial independence while benefitting from Flipkart’s scale and data capabilities. The collaboration is expected to accelerate content led growth, particularly around festive seasons and major film releases where consumer searches and purchases see a sharp rise.
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